Mountain Dew has moved beyond a special Halo edition drink. They now are in the interactive gaming industry, where individuals can play a game, which ultimately leads to product development. This new kind of consumer research is perfect for companies seeking that elusive male 18-34 market. Rather than put them through focus groups and surveys, why not build an interactive game similar to the type of games which they play anyways, and have them tell you what they like and dislike.
Mountain Dew is using this new form of interactive market research exceptionally well. Results have been so great, they are now looking at launching three new flavors rather than just the original one. That is a large brand extension, and I am just not sure they need that many “Dews” on the market. Its seems like the ones they have launched come and go like Livewire, and Code Red.
In terms of engagement, this site has some phenomenal numbers. Average time on site is 28 minutes, and over 200,000 registered players so far (that’s a great pool for further product research).
Pepsi said they launched the initiative under the assumptions people like to create their own content as well as develop their own products.I give Pepsi a definite A for effort in using UGC for new product development. The “game” will produce three finalists that will be tested in national markets in July, with a winner being launched in November.